A|X Armani Exchange dials up the spirit of Milan

Eight TikTok style afficionados take the new A|X MILANO EDITION collection for a spin, tapping into the state of mind of Italy's most modish city.

Milan is a liminal city. There’s a bit of the minimalist (sleek street style), a bit of the modernist (its cutting-edge design) and a bit of the maximalist, too (its grandeur architecture and glitzy runways). Somewhere in the middle of all these lies a fashion capital, ironically the only major fashion destination that isn’t a capital, testament to its unique energy and quite a flex indeed.

Trading on this is Armani’s youngest line A|X Armani Exchange, which is back, just in time for Milan Fashion Week, with the A|X MILANO EDITION, a unisex collection distilling the city’s spirit down to its most refined essence. Working from a colour palette of crisp business blues, rich beiges and soft reds, the capsule features capacious trenches, trusty denim jeans, rebooted suiting and easy hoodies ideal for urbanites looking for a wardrobe refurb.

It’s also made with the planet in mind, too, crafted from organic recycled cotton, sustainable viscose and recycled nylon. In short, A|X Armani Exchange has, along the axes of work and play, plotted a line of best fits with the kind of exacting quality and discerning design details we have come to expect. Job well done, we say.

Capturing this cross-section of the city, the Italian brand has teamed up with some of the most stylish TikTokers for Milan Calling, a series of videos that sees these creators tap into the Milanese state of mind whilst taking the collection for a test-drive.


Got a call from @Armani Exchange for the new spring summer 2024 A|X Milano Edition #adv #armaniexchange #axss24

♬ Trap Mafia - Lastra


Milan-based stylist Delfina Rodriguez regularly captures herself kerbside in the city, showing off her off-the-wall street style.


Ready in Armani Exchange | A|X Armani Exchange Spring/Summer 2024 Milano Edition collection @Armani Exchange #armaniexchange

♬ That Couch Potato Again - Prod. By Rose


Model Cristina Cheni shares her international adventures on TikTok, curating a travelogue that’s half scrapbook, half lookbook for your viewing pleasure.


back in town but Milano vibes are forever with me. rocking @Armani Exchange ss24 A|X Milano Edition like it's a lifestyle. 🇮🇹 #armaniexchange #ootd #milan

♬ Hurts Me (Alone At Prom) - Tory Lanez


It’s no wonder tastemaker Daniel Grant is a regular at Milan Fashion Week – he’s armed with a seemingly endless array of excellent trousers.


In Milan in spirit with A|X Armani Exchange Spring/Summer 2024 Milano Edition collection @armaniexchange #ArmaniExchange #AXss24

♬ Jazz masterpiece "As time goes by" covered by a Jazz violinist by profession(962408) - ricca


Born in New York but now living in Paris, creative Grace Brosnan is the founder of Hardwear, a vintage and handmade label creating coquettish skirts and shell jewellery.


@Armani Exchange The perfect way to transition into spring, A | X Armani Exchange Spring/Summer 2024 Milano Edition collection #ad #armaniexchange #springfashion #mensfashion

♬ moments - Teesa


Manchester-based creative Precious Owoeye custom sews his clothes to create one-of-one looks and heads-up workshops to help others repair their garments.


When the A|X Armani Exchange Spring/Summer 24 collection calls, it’s not a call you ignore @armaniexchange

♬ original sound - adam rhazali


London-based actor and model Adam Rhazali has partnered with major names in fashion thanks to his striking style and his The Sancus Project photo series that sets out to reframe alopecia.


The A|X Armani Exchange Spring/Summer 24 Milano edition is calling… literally @Armani Exchange

♬ Brazil - fizztaylor


Dutch model, skateboarder, surfer and dancer Iwana Cristal creates content around beauty routines, wellness and trips to the coast.


All calls on hold in the A|X Armani Exchange Spring/Summer 2024 Milano Edition collection @Armani Exchange #AXss24 #ArmaniExchange #fashion ad

♬ Trendsetter - Connor Price & Haviah Mighty


British model Thomas Meacock amps up the old-school indie aesthetic with mohair knits, seventies suiting and towel-tousled hair.

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